Gaining Campaign Support through Peer Networking: An Impact Analysis of Energy Efficiency Projects in Malaysia

Mustafa, Hasrina

Applied Environmental Education and Communication, v9 n1 p38-49 2010

This article presents a comprehensive evaluation of the impact of two community projects on energy efficiency held in Malaysia in January 2008. Specifically, the study was undertaken to compare levels of attitudes and practices of energy efficiency between baseline and post-campaign survey; compare electricity consumptions before, one month after, and three months after the campaign; and to gain a richer understanding of the process of attitudinal and behavioral change among residents during the campaign period. Two community projects, among 1,800 residents of five apartments, were conducted with various activities. Results exhibited show improved levels of positive attitudes and practices of energy efficiency at home; and a significantly lower electricity usage among the residents between the baseline and the post campaign survey conducted one month after. However, positive behavioral change that occurred earlier did not persist during the three month assessment. To conclude, integrating interpersonal influence and emphasizing peer networking in the planning and implementation of a social campaign is very crucial to the success of a campaign. (Contains 8 tables and 1 figure.)